Brands generate business value, and the sports business is no exception. Sports events provide a unique promotional platform for an organization, charity, city, region, or country to brand itself. The branding possibilities also extend to individuals, as well.

Companies are now playing a direct role in driving social change, leading to more collaborative and impactful corporate nonprofit partnerships. Ultimately, what makes such partnerships successful is value alignment. When values and missions align, corporate nonprofit partnerships allow the organizations involved to make bigger strides in bettering their community.